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Nike Empower Creative Guidelines 2021

A 270-page Nike brand and creative guideline deck built on a strict three-color system (black, signal yellow, red) plus electric blue, pairing an elegant high-contrast serif for emotive headlines with a bold neo-grotesque sans for structure.

269 slides · Guideline

View deck overview

Welcome / introduction, editorial, minimal, vibrant

Contents / table of contents, swiss, minimal, vibrant

Strategic Overview section divider, editorial, dark-mode, dark

Inflection point / Gen Z statement, editorial, dark-mode, dark

Generation Z insights, swiss, minimal, vibrant

Target Customer

Future Chasers muse, swiss, minimal, vibrant

Target Customer

Consumer and Nike problem, editorial, dark-mode, dark

Opportunity statement, swiss, minimal, vibrant

Value Proposition

Belief statement with figure-skater triptych, editorial, dark-mode, dark

Our approach red serif statement, editorial, minimal, vibrant

Our 2021 shift comparison slide, editorial, dark-mode, dark

Make youth feel, help youth do statement slide, editorial, minimal, vibrant

Member landscape three-column matrix, editorial, swiss, light

Target Customer

2021 Narrative section opener, brutalist, editorial, vibrant

Play New manifesto wall, editorial, swiss, light

Play New tagline reveal on red, editorial, minimal, vibrant

Play New tagline statement on red, editorial, minimal, vibrant

Messaging headline and tagline guidance, editorial, minimal, light

Creative Strategy section divider, editorial, dark-mode, dark

Play New Times Square OOH mockup, photographic, maximalist, vibrant

New / Generation oversized lockup on magenta, maximalist, editorial, vibrant

In-store tiled floor graphics activation, photographic, editorial, vibrant

Rule Breakers poster grid with Serena Williams, photographic, editorial, vibrant

New campaign poster grid with Play New, maximalist, editorial, vibrant

Mosaic billboard OOH mockup, maximalist, photographic, vibrant

Play New campaign poster collage, maximalist, photographic, vibrant

New Freaks and New Oddballs poster pair, maximalist, photographic, vibrant

Creative Approach section divider, minimal, swiss, vibrant

Our Challenge statement (serif), minimal, editorial, vibrant

Our Goal statement (serif), minimal, editorial, vibrant

What We Make three-point list, minimal, swiss, light

How We Make three-point list, minimal, swiss, light

Empowered Creative Network title (serif on black), editorial, minimal, dark

Monoculture to Diversity split with portrait grid, editorial, photographic, vibrant

Creative Direction section divider, minimal, swiss, vibrant

Sport Out Loud / Expression Out Loud split, editorial, photographic, vibrant

Empowered Out Loud art direction collage, editorial, photographic, vibrant

Creative Should Feel triptych (Galvanizing / Provocative / Unifying), editorial, photographic, vibrant

Creative Should Look triptych (Expressive / Bold / Vibrant), editorial, photographic, vibrant

Design Guidelines contents (amber on black), editorial, minimal, dark

Play New graphic-tools intro statement (amber), minimal, editorial, warm

Lockups sub-section divider (amber), minimal, swiss, warm

Lock-ups 75/25 usage rule with three lockup specimens, editorial, swiss, light

Headline Lockup A on color and black backgrounds, editorial, swiss, monochrome

Headline Lockup B on light and dark art backgrounds, editorial, swiss, monochrome

Play New CTA lockup positive and negative, editorial, swiss, monochrome

Motion Lockups section opener, swiss, minimal, vibrant

Motion lockup examples grid, editorial, swiss, light

Rotating headline plus Play New motion example, editorial, light-mode, light

Single headline plus Play New motion example, editorial, light-mode, light

Play New endcard motion example, editorial, light-mode, light

Sizzle application example New Standards, editorial, light-mode, light

Typography section opener, swiss, minimal, vibrant

Headline, modifier and signifier typefaces specimen, editorial, swiss, monochrome

Typography type layout with placement labels, editorial, swiss, light

Typography type plus image layout for art backgrounds, editorial, swiss, light

Typography creator credit accreditation rule, editorial, swiss, light

Color section opener, swiss, minimal, vibrant

Color manifesto statement on black, editorial, dark-mode, dark

Empower base color palette swatches, swiss, minimal, vibrant

Nike Empower approved color pairings grid, editorial, swiss, vibrant

Nike Empower creators color palette 75/25 split, editorial, swiss, vibrant

Nike Empower color don'ts with red X overlays, editorial, swiss, vibrant

Nike Empower Layouts section divider, minimal, swiss, vibrant

Nike Empower campaign layout poster grid, editorial, maximalist, vibrant

Nike Empower Headline Layout A example, editorial, swiss, vibrant

Nike Empower Headline Layout A aspect ratios, editorial, swiss, vibrant

Nike Empower Headline Layout A guides, editorial, swiss, high-contrast

Nike Empower Headline Layout A signifier anchoring, editorial, swiss, high-contrast

Nike Empower Headline Layout B New Oddballs masthead, editorial, photographic, vibrant

Nike Empower Headline Layout B responsive sizing, editorial, photographic, vibrant

Nike Empower Headline Layout B guides, editorial, swiss, high-contrast

Nike Empower CTA Layout on color, editorial, swiss, vibrant

Nike Empower CTA Layout on image, editorial, illustrated, vibrant

Nike Empower CTA Layout guides, editorial, swiss, high-contrast

Nike Empower Layout Applications section divider, minimal, swiss, vibrant

Nike Empower hero grid variable modifier, editorial, swiss, high-contrast

Nike Empower hero grid 1-row alternating example, editorial, photographic, vibrant

Hero grid 1-row guide overlays, editorial, technical, light

Hero grid 2-row checkerboard example, editorial, maximalist, vibrant

Hero grid 2-row guide overlays, editorial, technical, light

Hero grid alternate two-row guides, editorial, technical, light

Two-up system pairing rules, editorial, technical, light

Single layout usage rule, editorial, technical, light

Translations section divider, editorial, swiss, vibrant

Localization intent statement, editorial, minimal, vibrant

French localized creative examples grid, editorial, maximalist, vibrant

What gets translated rule, editorial, technical, light

Translation conjugations masthead spec, editorial, technical, light

French masthead examples on red, editorial, technical, light

French masthead guides on black, editorial, technical, dark

French Nouveau masthead examples on red, editorial, technical, light

French Nouveau masthead guides on black, editorial, technical, dark

French localized imagery grid, editorial, maximalist, vibrant

Spanish Nuevos masthead examples on yellow, editorial, technical, light

Spanish Nuevos masthead guides on black, editorial, technical, dark

Spanish masthead specimens, swiss, minimal, light

Spanish masthead guides, swiss, minimal, light

Spanish campaign poster examples, editorial, photographic, light

Photography Art Direction section divider, swiss, minimal, warm

Tapestry of creators statement, editorial, minimal, warm

Monoculture to diversity, editorial, photographic, dark

Humanize the Heroes, editorial, photographic, high-contrast

Vibe collage, editorial, photographic, cool

Sport is emotional photo collage, editorial, photographic, vibrant

Full range of emotions photo collage, editorial, photographic, vibrant

Showcase the magic behind the scenes collage, editorial, photographic, vibrant

Celebrate authenticity photo collage, editorial, photographic, vibrant

Be as real as our athletes collage, editorial, photographic, vibrant

Motion Capture section divider, swiss, minimal, vibrant

Motion capture spirit and energy statement, editorial, minimal, vibrant

Motion Capture Considerations three-point list, swiss, minimal, light

Celebrate diversity through capture collage, editorial, photographic, vibrant

Illustration section divider, swiss, minimal, vibrant

Illustration diversity statement, editorial, minimal, vibrant

Free the work illustration collage, editorial, illustrated, vibrant

Diversity of creators illustration collage, editorial, illustrated, vibrant

Cultural connections illustration collage, editorial, illustrated, vibrant

Illustration Dos three-panel examples, swiss, minimal, light

Illustration Dos artist-selection examples, swiss, minimal, light

Illustration don'ts grid, light-mode, editorial, light

Multi-disciplinary section divider, minimal, swiss, vibrant

Embrace multi-disciplinary creatives body copy, editorial, minimal, vibrant

Use Your Imagination imagery collage, editorial, photographic, vibrant

Mix Realities and Methods of Make collage, editorial, photographic, vibrant

Language section opener with contents, dark-mode, editorial, dark

Words matter manifesto copy on magenta, editorial, minimal, neon

How to write New blank section divider, minimal, swiss, neon

New headlines campaign poster grid, editorial, photographic, vibrant

Manifesto of New statements, light-mode, swiss, light

New guidelines for Gen Z voice, light-mode, swiss, light

What to do, right words for the right story, swiss, minimal, light

What not to do, prohibited New usage, swiss, minimal, light

Empower tone of voice section divider, minimal, swiss, neon

Our tone is, adjective contrast list, dark-mode, editorial, dark

Tone guidelines, four numbered rules, light-mode, swiss, light

Do / Don't copywriting split, editorial, swiss, high-contrast

Tactical copy guidelines four-column list, editorial, swiss, light

Empower story checklist, editorial, swiss, light

Application Examples magenta section divider, editorial, brutalist, vibrant

From / To web feature example, editorial, swiss, high-contrast

From / To app feature example, editorial, swiss, high-contrast

From / To Instagram example, editorial, swiss, high-contrast

Empowered Creative Network serif cover, editorial, dark-mode, dark

ECN playbook serif statement, editorial, dark-mode, dark

Why do we need it green serif statement, editorial, luxury, vibrant

Empowered formula three-part equation, editorial, swiss, light

Framework / resource two-card panel, editorial, dark-mode, vibrant

Empowered creative principles three-column, editorial, swiss, vibrant

Four approaches pairing matrix, editorial, swiss, light

Examples of empowered storytelling four-column, editorial, swiss, light

Where does it live green serif resource, editorial, luxury, vibrant

Application serif section opener, editorial, dark-mode, dark

Creative direction serves the athlete, editorial, minimal, vibrant

Digital application section opener, brutalist, editorial, vibrant

Digital framing formats overview, editorial, technical, dark

Single Image format intro, editorial, minimal, dark

Horizontal hero system, desktop and mobile, editorial, technical, dark

Single-image athlete feature, Serena, editorial, technical, dark

Single-image artist portrait, editorial, technical, dark

Grid Layout format intro, editorial, minimal, dark

Grid 1 Hero, three-panel framing, editorial, technical, dark

Grid 2 Hero, mosaic assembly, editorial, technical, dark

Grid Carousel, Motion intro, editorial, minimal, dark

Vertical grid carousel, motion behavior, editorial, technical, dark

Vertical carousel, preserving focal crops, editorial, technical, dark

Horizontal grid carousel, motion and cropping, editorial, technical, dark

Layered Contact Sheet format intro, editorial, minimal, dark

Contact sheet, 1 image horizontal 1/3 filled, editorial, technical, dark

Digital contact-sheet framing, 1 image vertical 1/3 filled, editorial, dark-mode, dark

Digital contact-sheet framing, 1 image horizontal filled, editorial, dark-mode, dark

Digital contact-sheet framing, horizontal team photo filled, editorial, dark-mode, dark

Digital contact-sheet framing, horizontal strip, editorial, dark-mode, dark

Thumbnail Design section opener, editorial, minimal, dark

Nike Journal Page, New Voices homepage, editorial, dark-mode, dark

Nike Journal Page with thumbnails grid overlay, editorial, dark-mode, dark

Thumbnails mix and match, color-block ratios, editorial, dark-mode, dark

Article Page section opener, editorial, minimal, dark

Editorial Collage article page, desktop, editorial, dark-mode, dark

Editorial Collage article page, mobile, editorial, dark-mode, dark

Editorial Collage article page, desktop sports, editorial, dark-mode, dark

Editorial Collage article page, mobile sports, editorial, dark-mode, dark

Short Format article page, desktop, editorial, dark-mode, dark

Short Format article page, mobile, editorial, dark-mode, dark

Anatomy of the Page, desktop callouts, editorial, dark-mode, dark

Anatomy of the Page, collage guidance, editorial, dark-mode, dark

Anatomy of the page, illustration guidelines, editorial, technical, light

OOH application section opener, minimal, swiss, vibrant

OOH Times Square billboard wrap, photographic, editorial, vibrant

OOH Times Square dual-screen framing, photographic, editorial, dark

OOH New York street-level billboards, photographic, editorial, vibrant

OOH single billboard portrait execution, photographic, editorial, vibrant

OOH single billboard split framing, photographic, editorial, vibrant

OOH wall-scale building billboard, photographic, editorial, vibrant

OOH Paris subway poster wrap, photographic, editorial, vibrant

OOH Paris subway New Normal wrap, photographic, editorial, vibrant

OOH posterwall Play New collage, photographic, editorial, vibrant

OOH posterwall creative variants, photographic, editorial, vibrant

OOH WNBA posterwall, photographic, editorial, vibrant

OOH London Piccadilly Circus billboard, photographic, editorial, vibrant

Retail application section opener, minimal, swiss, vibrant

Retail single-window display mockup, photographic, maximalist, dark

Retail double-window display mockup, photographic, dark-mode, dark

Retail triple-window installation mockup, photographic, dark-mode, dark

Retail atrium floor and column installation, photographic, maximalist, vibrant

Play New creative strategy on a page, editorial, swiss, vibrant

Contacts and Box links page, editorial, minimal, vibrant

Orange Swoosh pause slide, minimal, dark-mode, dark

Addendum section divider, editorial, dark-mode, dark

Empowered Creative Network section divider, editorial, dark-mode, dark

What's Inside contents page, editorial, minimal, light

Virgil Abloh quote slide, editorial, minimal, cool

New campaign Times Square OOH mockup, photographic, maximalist, vibrant

Retail atrium floor and pillar installation, photographic, maximalist, vibrant

New way of working statement slide, editorial, minimal, cool

Playbook shared values statement, editorial, dark-mode, dark

Strategic Approach subsection divider, editorial, minimal, cool

What's the same / what's new split over video still, editorial, photographic, muted

Value Proposition

Monoculture to diversity portrait grid, editorial, photographic, high-contrast

Value Proposition

Empowered Out Loud purple collage, maximalist, editorial, vibrant

Define the future statement on green, minimal, swiss, vibrant

What we make / how we make serif split on cyan, editorial, minimal, vibrant

Obsess the story on both sides of the lens, minimal, swiss, vibrant

Story in front of / behind the lens diptych, editorial, photographic, muted

The Empowered Creative Network green reveal, editorial, minimal, vibrant

Framework and resource two-card definition, editorial, minimal, vibrant

Empowered Formula three-part equation, minimal, swiss, light

Framework oversized section divider on cyan, minimal, swiss, vibrant

Shared values statement on cyan, minimal, swiss, vibrant

Empowered Creative Principles three-step overview, editorial, minimal, vibrant

Hero Authentic Storytellers photo opener, editorial, photographic, muted

Hero Authentic Storytellers four-point guidance, minimal, swiss, light

Embrace True Co-Creation collage opener, editorial, photographic, vibrant

Embrace True Co-Creation four-point guidance, minimal, swiss, light

Celebrate the Story Behind the Lens, photographic, editorial, dark

Boost Creative Partners (Instagram credit mockup), minimal, editorial, light

Capture & Tell the Creator's Story (two-column), minimal, editorial, light

Examples of Empowered Storytelling (four-column), minimal, editorial, light

4 Approaches to Empowered Storytelling (section opener), photographic, editorial, dark

Opportunity is the key to empowerment (statement), minimal, swiss, vibrant

Elite Athlete + Future Chaser Creative, photographic, editorial, light

Elite Athlete + Established + Future Chaser Creative, photographic, editorial, light

Everyday Athlete + Established Creative, photographic, editorial, light

Everyday Athlete + Future Chaser Creative, photographic, editorial, light

4 Approaches to Empowered Storytelling (summary table), minimal, swiss, light

Resources (section divider), minimal, swiss, vibrant

Shared tools for empowered storytelling (statement), minimal, swiss, vibrant

Resource - Empowered Creative Network Database, minimal, editorial, light

How to Submit to the Empowered Creative Network, minimal, swiss, light

Example Future Chaser Creatives - Artist Reps/Networks, minimal, editorial, light

Cyan Nike swoosh on black, minimal, dark-mode, dark

Digital Layout Guides section opener, editorial, dark-mode, dark

Single image horizontal layout spec, minimal, technical, light

Single image vertical layout spec, minimal, technical, light

Grid 1 Hero layout spec, minimal, technical, light

Grid 2 Hero layout spec, minimal, technical, light

Grid carousel vertical motion layout spec, minimal, technical, light

Grid carousel horizontal motion layout spec, minimal, technical, light

Contact sheet horizontal one-third filled layout spec, minimal, technical, light

Contact sheet vertical one-half filled layout spec, minimal, technical, light

Contact sheet horizontal filled layout spec, minimal, technical, light

Contact sheet strip layout spec, minimal, technical, light

Nike endframe cyan swoosh, minimal, dark-mode, dark